Netflix Sets Clear Generative AI Guidelines for Creatives
Netflix has laid out specific rules for filmmakers and other creatives on how to use generative AI in their projects. These guidelines, recently published on Netflix’s Partner Help Center, aim to balance innovation with respect for legal, ethical, and creative standards.
The company classifies AI use into low-risk and high-risk categories, helping partners understand when AI-generated content or AI-assisted tools require closer scrutiny or special approvals.
Key Principles Behind Netflix’s AI Policy
- Consent and Respect for Digital Likenesses: Netflix emphasizes that any digital representation of performers requires their consent, especially when the work involves union-covered roles.
- Data Protection: AI tools must not store or reuse production data to train models, and should operate within secure environments to protect sensitive inputs.
- Creative Rights and Legal Compliance: AI outputs must avoid replicating copyrighted or identifiable material without permission.
- Transparency: AI is seen as a helpful creative aid but must be used openly and responsibly.
- Union Considerations: AI must not replace the work traditionally done by union-represented actors, writers, or crew without proper agreements.
Standards for AI Use in Netflix Content
Netflix’s guidelines outline clear standards to help determine when AI use is acceptable or when it requires escalation:
- AI-generated outputs should not substantially replicate copyrighted or identifiable unowned material.
- Generative tools must not retain or reuse production data or outputs for further training.
- Whenever possible, AI tools should run within enterprise-secured environments.
- AI-generated content should be temporary and excluded from final deliverables unless explicitly approved.
- AI cannot replace or replicate union-covered talent performances without proper consent.
Context: Past AI Controversies and Usage
Netflix’s stance comes after criticism related to its 2024 true crime documentary What Jennifer Did, which disclosed the use of generative AI. Earlier in 2025, the company admitted to using AI tools in the post-apocalyptic series The Eternaut, replacing traditional VFX work. According to Netflix co-CEO Ted Sarandos, the AI-assisted workflow was ten times faster than conventional methods.
This marked the first time Netflix included AI-generated footage in original films or series, signaling a shift in production practices.
Looking Ahead: AI’s Role in Netflix’s Advertising
Netflix is also exploring AI-generated advertisements for its lowest-priced tiers. The company’s advertising president described this as a blend of entertainment and technology capabilities, hinting at AI’s growing role beyond content creation.
For creatives involved in media production, understanding these guidelines is essential to responsibly integrate AI tools without risking legal or ethical issues. Staying informed about such policies helps ensure AI enhances creativity rather than disrupts established practices.
For more resources on AI tools and training relevant to creative professionals, visit Complete AI Training.
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